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Simmons Extends Licensing Partnership With the Shamie Family


Children’s Products LLC to Manufacture and Distribute Crib Mattresses

and Related Products Under Simmons Brand Names

April 12, 2011 - Simmons Bedding Company, a leading provider of premium-branded bedding products, announced today that its subsidiary, Dreamwell, Ltd., (Dreamwell) has reached an exclusive agreement with the Shamie Family, owners of Delta Enterprise Corp. (Delta), to manufacture and market Simmons®-branded crib mattresses and related products under their new company name, Children’s Products LLC (Children’s Products). Under the new arrangement, Children’s Products will acquire certain assets and begin operating from Simmons’ Neenah, Wis. facility in mid-May.

Dreamwell and Delta have had a licensing agreement for cribs and other juvenile furniture since 2004. Under the new arrangement, Children’s Products will manufacture and distribute Simmons-branded crib mattresses, changing pads and other related products. This extension of the companies’ partnership joins two categories, as Delta currently manufactures cribs under the Simmons brand name as a licensee.

“This arrangement is a demonstration of our strong confidence in Delta and the Shamie Family to further develop our brands in the juvenile category,” said William S. Creekmuir, Executive Vice President and Chief Financial Officer of Simmons Bedding Company. “Our existing partnership provides a seamless transition to Children's Products, giving customers the same level of quality that has always been associated with the Simmons brand.”

Delta President Joe Shamie said, “We are proud to have extended our relationship with Simmons, the world’s premier mattress brand. The addition of the Simmons Kids crib mattress line rounds out our portfolio of children’s products that have served parents since 1968.”

Simmons Kids® offers a full line of GREENGUARD-certified and CertiPUR-US-certified crib mattresses, including the Beautyrest Beginnings®, BeautySleep®, BeautySleep® Naturally and BeautySleep® Foam collections.

About Simmons Bedding Company

Atlanta-based Simmons Bedding Company is one of the world's largest mattress manufacturers, manufacturing and marketing a broad range of products including Beautyrest®, Beautyrest Black®, Beautyrest NxG®, Beautyrest StudioTM, ComforPedic by SimmonsTM, ComforPedic LoftTM, Natural Care®, Beautyrest BeginningsTM and BeautySleep®. Simmons Bedding operates 19 conventional bedding manufacturing facilities and one juvenile bedding manufacturing facility across the United States, Canada and Puerto Rico. Simmons Bedding also serves as a key supplier of beds to many of the world’s leading hotel groups and resort properties. Simmons Bedding is committed to developing superior mattresses and promoting a higher quality sleep for consumers around the world.

For more information, visit Simmons Bedding's website at or follow Simmons Bedding on Facebook and Twitter.


About Delta Children’s Products

The Shamie family founded Delta more than forty-years ago. From day one, they’ve been known for safety and innovation in their cribs, strollers and other children’s products. The brand sells more cribs than any other brand worldwide. Delta’s array of products include infant furniture (including changing tables and dressers), toddler furniture (beds, toy boxes, play tables and chairs) as well as baby gear (strollers and playards). From infancy through young teenhood, every smart, safe, high-quality Delta product is designed to deliver timeless design, a myriad of uses, and outstanding value for years to come!

For more information about Delta Children’s Products, please visit


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